of the daily me, and that is that we will all get newspapers conditioned to what we care about because we'll make the decisions about what is on the paper. the difference between that and the daily you is the notion that a lot of what goes on under the hood of the web is not conditioned by us. it's created as a result of a whole lot of activities by marketers we don't even see or know about, and we have a extrapolation in advertisings that almost anyone, except people in the advertising industry-doesn't know about. >> host: what does that mean? the last 20 years advertising has changed drastically with the rise of cable and then the internet. originally advertising was making an ad, a commercial, and then putting it on just a few very popular media, newspapers, television, radio, magazines. with the rise of cable, all of a sudden you had hundreds of channels, and then with the internet, it's incident.